In the past being nominated as the Republican or Democrat presidential candidate had a lot to do with money, specifically advertising spend. This was the weapon of choice for winning over primary voters in each state, hence the push by candidates to appeal to big donors who would then bankroll their campaigns. The sheer sums involved are astronomical – experts believe that $100 million was spent solely on TV advertising around the New Hampshire primary. No wonder that the total 2016 election is expected to cost $5 billion – more than the GDP of many small countries.
Normally this counts against the maverick candidate – after all, if you don’t appeal to the big donors with the money you won’t get the advertising, and consequently the primary votes won’t follow. This year, as in many ways, the Republican race is turning out very differently. While the runaway leader Donald Trump has spent money on advertising, it is nowhere near as much as his rivals – for example each of his 239,000 votes in South Carolina cost the equivalent ad spend of $7.42, with a total cost $1.78m. By contrast each of Jeb Bush’s 57,000 votes involved spending of $238.15, with a total budget of $13.78m.
Whatever your opinion of him, Trump has done something that most marketers in general, and PR people in particular, should recognise. Rather than spending money solely on advertising, he’s adopted a balanced marketing strategy that is led by PR and social media, and merely supported by TV and other ads. He’s built a brand and sustained it by continually being controversial – with Twitter the primary channel for his rants. If commentators lauded Barack Obama’s use of social media to win his two terms as president, Trump is the flipside, using the networks to connect with those that feel disenfranchised and left behind by traditional politicians.
Of course, it is all (to put it politely) a load of baloney – and Trump knows it. Policies such as building a wall between the US and Mexico (and getting the Mexicans to pay for it) and banning Muslims from entering the country are both objectionable and unworkable. His ideas for increasing the tax paid by hedge fund managers have been proved by economists to actually reduce the tax take from that group. Yet every time opponents seem to be closing the gap, he opens his mouth, says something offensive/controversial and sees opinion polls soar. It is a classic PR-led marketing campaign.
I’m certainly not advocating any of my clients follow suit with similar sentiments, but there are lessons to be learnt from Trump’s success to date:
1. Play the long game
Trump has spent the past few years building his profile as a celebrity. His bombastic stint on The Apprentice provided the bedrock for his celebrity, and he has nurtured this on Twitter and through inflammatory comments long before the campaign began. In contrast, many of his opponents had little national profile before the Republican primaries began, so have been building a base from scratch.
2. Build a connection
Despite being a billionaire who inherited much of his wealth Trump is seen as being on the side of those that have been squeezed by trends such as globalisation. In the same way that Nigel Farage has cultivated his bloke in the pub persona (despite going to top public school Dulwich College and a career in the City), he has built a connection with his supporters. They feel he understands them and is rooting for them, with social media helping to give a personal, human relationship between him and his followers.
3. Everyone loves the underdog
Trump has positioned himself as the radically different challenger brand, rather than being more of the same. This means he is seen as an outsider – David versus Goliath, despite his wealth, connections and fame. He’s not viewed as a politician, with all the baggage that brings, or even as a serious candidate by many. Again, similar tactics helped Boris Johnson win the London mayoral election – a few stints on Have I Got News for You and he’d positioned himself as a bumbling, unthreatening clown, completely different to the political elite.
4. Be controversial
Again, I’d not advocate clients becoming bigoted, bullying misogynistic racists, but Trump uses language that the general public understands and relates to. He doesn’t just read off an autocue or give speeches that have been refined until there is no meaning left in them. People remember his soundbites and they stand out from the crowd – not just because they are offensive, but because of the type of language he uses. This is all part of his act, but demonstrates an understanding of what makes people respond at a very basic level.
I sincerely hope that Trump fails to get the Republican nomination, and, failing that, that the general public see sense and doesn’t vote him into the White House in the coming election. However everyone in marketing and communications should heed the lessons of his campaign, and look at how they can use PR and social media to get their message across to key audiences.
March 9, 2016 Posted by Chris Measures | Creative, Marketing, PR, Social Media | advertising, Barack Obama, Ben Carson, Boris Johnson, democrat, Donald Trump, Jeb Bush, marketing, Nigel Farage, Public Relations, Republican, South Carolina, Ted Cruz, Trump, US election | 3 Comments
Amidst all the column inches written about the election of Jeremy Corbyn as Labour leader, there are a couple of factors that people seem to be forgetting. True, he is probably now the most famous Jeremy in the country (according to an unscientific Google search I just carried out, links to stories about him outrank Clarkson and Kyle), but he is actually part of a wider protest movement across the Western world. Far left Greek party Syriza has just been re-elected, despite backtracking on its promises to free Greece from onerous bail-out terms. Spanish left wingers Podemos have also shown well in opinion polls while Catalan nationalists won a majority, albeit a slim one, in this week’s regional elections. Going back to the UK, look at the success of the Scottish Nationalists at the election and the continued high profile of Nigel Farage.
Across the pond, non-politicians such as Donald Trump and Carly Fiorina have been leading polls amongst Republicans, while Bernie Sanders, who describes himself as “the only elected socialist in Congress”, is keeping Hillary Clinton honest in the Democratic contest.
So why are voters across Europe and the United States supporting mavericks on the right and left, even if in many cases there is little chance that they will be able to carry out their policies?
No dead pig bounce
The easy answer is that they are sick of career politicians who seem keener on hanging onto power than actually connecting with voters. Many people think politics itself is broken. Even David Cameron’s alleged assignation with a dead pig just makes us shrug and doesn’t really impact his ratings either way. At the same time many people still don’t see the good times coming back after the recession – real wages in the UK are still below those of before the crash for many people, hurting confidence. Globalisation and the rise of ever-more intelligent computers is eating into traditional middle class occupations, causing uncertainty for those with skills that can be potentially automated or offshored.
Obviously, any alternative to this combination of depression and drabness has a chance to stand out from the crowd. And challenger politicians can get away with half-baked policies or even, as in the case of Donald Trump, a promise that he’ll come up with some “really good ideas” when he is elected.
But I think there is a more fundamental force at work – the internet and social media has completely changed how we consume our news and form our opinions. We live in Andy Warhol’s era of everyone being famous for 15 minutes, from a man captured on camera abusing a motorcyclist to celebrities reciting music lyrics with a Shakespearean twist.
What the likes of Corbyn and Trump share, despite their radically different views, share is a combination of solidity, outsider status and an ability to come up with inspiring (or eyecatching) soundbites that suit social media. They don’t appear stage managed but at the same time are reassuring while not being part of the establishment.
In many ways they are the start-ups of the political world, promising radical change to shake up a traditional market, in the same way that the likes of Google, Amazon and Uber have changed the industries they operate in. Perhaps voters believe that politics can be re-invented, just like retail and telecoms.
What will be interesting to see is how traditional politicians respond – will they continue to operate as before, like many of the companies that digital start-ups displaced, or can they re-invent themselves successfully and build a brand that fits with the internet electorate? Or will we see a new generation of less radical, but more social media savvy, politicians come through to replace the likes of Corbyn and Trump? One thing is for certain, in politics as in every other sector, those that cope best with today’s social, mobile world will be those that engage with voters and ultimately win their loyalty and power.
September 30, 2015 Posted by Chris Measures | Creative, Marketing, PR, Social Media | Amazon, Andy Warhol, Barack Obama, Bernie Sanders, Catalonia, Clarkson, David Cameron, Donald Trump, Google, Jeremy Corbyn, Kyle, Podemos, Scottish Nationalists, social media, start up, Syriza, twitter | 2 Comments
We’re now well into the General Election campaign and commentators are examining which media politicians are going to use with engage with voters. I’ve already talked about the debacle around the televised debates, which David Cameron is doing his best to scupper, but what of social media?
Predictions that the last election would revolve around social media were wide of the mark, proving less like Obama’s #Yeswecan campaign and more akin to a series of embarrassing mistakes perpetrated by politicians and their aides who’d obviously never used Twitter before. This has continued with further gaffes, such as ex-shadow attorney general Emily Thornberry’s patronising tweet during the Rochester and Strood by-election that cost the Labour frontbencher her job.
However, there are already signs that social media will pay a bigger role in this election. For a start, social media is a good way of reaching the core 18-24 demographic that is currently disengaged from politics. 56% of this age group didn’t vote at the last election, so winning their support could be crucial in a contest that is currently too close to call.
We are also in an election where the core support of the traditional big two parties is being swayed by the rise of UKIP, the SNP and the Greens. So, rather than just appealing to floating voters in a certain number of swing seats, the Conservatives and Labour both need to demonstrate to their supporters that they understand their concerns and have policies to win them over. This means that they are likely to be more aggressive than in the past, judging that alienating the middle ground is a price worth paying for retaining traditional voters.
How this plays out generally will be fascinating, but what can social media provide? Early indications suggest there are six areas where it will be most used:
1. Attacking the opposition
Unlike offline or TV advertising, social media is largely unregulated. Which means you can get away with more online – for example, the Tory party is financing 30 second pre-roll “attack” ads on YouTube the content of which would be banned on TV. Given the desire to reassure core voters, expect tactics like this to be used even more as the campaign unfolds.
2. Managing the real-time news cycle
CNN brought about the 24 hour a day news cycle. Twitter has changed that to give minute-by-minute, real-time news. Stories can gain traction incredibly quickly, and fade with the same speed. Parties will therefore look to try and control (or at the very least manage) social media during the campaign, monitoring for trends that they can piggyback and starting stories of their own. And given that the media will also be monitoring what politicians are saying, expect a rash of stories with a shelf life of minutes and hours, rather than days and weeks.
3. Reaching voters
One of the most powerful parts of social media is the demographic profiling it provides advertisers with. This means that spending on advertising can be extremely targeted towards potential supporters, with little wastage. Figures obtained by the BBC show that the Tories are on course to spend over a million pounds on Facebook during the course of the election, based on current activities. Of course, reaching voters is one thing, the next step is to actively engage with them, starting conversations, listening and responding to their concerns. That takes time and skill, so expect a lot of effort to be thrown at content and conversations.
4. Monitoring voting patterns
There’s a lot of excitement about Big Data, and in particular how you can draw insights from the conversations happening on social media. Party strategists will be able to monitor what is trending on networks, and then use this feedback to evolve or change their strategies to focus on areas that are resonating with particular groups. However this sort of monitoring is still in its infancy, so results will need to be cross-checked before parties decide to do a U-turn on key policies.
5. Amplifying success
Third party endorsement is always welcome, so politicians will look to share and publicise content, such as news stories, that position them in a good light, and also encourage their supporters to do the same. This has already happened with celebrity interviews with the likes of Ant and Dec and Myleene Klass. However, as journalist Sean Hargrave points out, the Tories have a problem here – much of the right leaning media (The Sun, The Times and Daily Telegraph) are behind full or partial paywalls, making sharing difficult. In contrast the likes of The Guardian, Mirror and Independent are completely free and design content to be as shareable as possible. That just leaves the Tories with the Daily Mail……..
6. Making it bitesize
Like any modern digital campaign, the election will run on content. And to appeal to time-poor voters it will need to be carved up into bitesize chunks, such as blogs, Vines, Tweets and Facebook posts. Politicians are meant to be masters of the soundbite, so this should be just a question of transferring their offline skills to the digital world.
Social media will definitely be more of a battleground at this election, if only because more people are on Twitter, Facebook and other networks compared to 2010. Parties and politicians will look to adopt the tactics above, but with varying degrees of success. Some, such as those that have been engaging with voters for years, will do it well, but expect more gaffes from those that don’t understand the difference between a public tweet and a private direct message and decide to show the world pictures of their underwear…………or worse.
February 18, 2015 Posted by Chris Measures | Marketing, PR, Social Media | Barack Obama, Conservative, Daily Mail, Daily Mirror, David Cameron, Ed Miliband, Facebook, General Election, Greens, Labour, Myleene Klass, Nick Clegg, Nigel Farage, SNP, The Times, Tory, twitter, UK Election, Vines, YouTube | 1 Comment
The current civil war and use of chemical weapons in Syria is destroying the lives of millions in that country. With deaths from the conflict estimated at over 100,000 and an estimated 7 million people in need of aid, it is a humanitarian disaster across the region.
But alongside the actual fighting there is an equally hard fought war going on for the hearts and minds of the rest of the world, including voters, MPs, senators and governments. Western citizens and legislators are worried about being dragged into the worsening situation in Syria through military action, despite widespread abhorrence of the use of chemical weapons on civilians and children, leading to indecision on next steps.
This has triggered a media offensive, with all sides using the power of public relations to jockey for position:
- Bashar Al Asad has appeared on CBS and PBS in the US, defending his actions and denying responsibility for the use of chemical weapons
- Barack Obama appealed to the American people through a series of TV interviews as well as a direct address calling on Congress to support his stance
- Francois Holland sought to elbow Britain from its position as the US’s most trusted ally, hawkishly supporting military action in Syria
- Vladimir Putin put his point of view to the US and world media through a comment piece published in the New York Times, setting out his plan for independent decommissioning of Syrian chemical weapons.
Whatever your views on culpability, the winners from this PR battle have been the Syrian regime and the Russian government. By coming up with an alternative proposal to military action (dismantling Syria’s chemical weapons), Vladimir Putin has moved the debate on and surprised the US government’s PR machine. Using the global media cleverly he’s been able to exploit widespread worries about the consequences of war and change the direction of discussions. A combination of message and media has essentially delivered the PR success that has met his objectives.
If diplomacy is a continuation of war by other means, then PR is demonstrating that it is a vital general in the ranks – whether you believe it is used for the right or wrong reasons.
September 18, 2013 Posted by Chris Measures | Marketing, PR | Barack Obama, Bashar al-Assad, CBS, Chemical weapon, New York Times, PBS, PR, Public Relations, Syria, TV, UN, United Nations, United States, Vladimir Putin | 1 Comment
As the excitement of this week’s Police Commissioner elections galvanises the nation and sparks heated debate, I thought it would be worth looking at the role of Twitter in the gripping contest.
After all, looking back at the US election we saw a huge online turnout with voters from coast to coast giving their views and the Obama victory photo becoming the most liked and retweeted post ever. Social media was seen as a critical bellwether to who was going to win, with online sentiment analysis adding to exit polls in the data available to the candidates and media. And after the event voters made their feelings known (or were perhaps just fickle), with Mitt Romney’s Facebook page losing fans at the rate of 847 per hour. Go on, click on http://www.facebook.com/mittromney and see the fan count fall.
However when it comes to the Police Commissioner elections, at least in Suffolk, social media isn’t really centre stage. Of four candidates, one (Bill Mountford of UKIP) isn’t on Twitter and the Conservative and Independent candidates boast 242 followers between them. While they are both posting regular updates, only Labour candidate Jane Basham seems to have really been embraced by the medium, with 773 followers and a whopping 2,576 tweets. And the #suffolkpcc hashtag is generating on average 7-8 tweets a day, with none over the weekend. A quick look across the border at Cambridgeshire reveals similar levels of tweeting, so I’m not living in an isolated pocket of disinterest.
Of course comparing a local police election to the US Presidential contest is unfair. But what depresses me are two things. Firstly, we’re continually being told that social media is handing power back to the people, giving us the opportunity to communicate with our elected representatives and get our points across. And politicians have embraced Twitter, even if many just use it as a chance to retweet party propaganda and show off their own importance. But, equally importantly, I believe that the Police Commissioner elections should be about independent candidates as much as those backed by the party machines – social media levels the playing field as it is cheap, accessible and available to all. Everyone should have a view on law and order and, whatever it is, now is the time to get it across to those that will lead your police force in the coming years. Don’t just vote, tweet!
All Twitter figures correct as of 9pm, 13 November 2012
November 14, 2012 Posted by Chris Measures | Cambridge, Social Media | Barack Obama, Facebook, Labour, Mitt Romney, Obama, Police Commissioner Elections, social media, twitter, United States presidential election | 1 Comment
Why Revolutionary Measures?
Marketing is undergoing a revolution. The advent of social media provides the opportunity for one-to-one communication for the first time since the move to an industrial society. This blog will look at what this means for B2B PR and marketing, incorporating my own thoughts/rants and interests. Do let me know your feedback!
About meI'm Chris Measures and I've spent the last 18 years creating and implementing PR and marketing campaigns for technology companies. I've worked with everyone from large quoted companies to fast growth start-ups, giving me unrivalled experience and ideas. I'm now director of Measures Consulting, an agency that uses this expertise to deliver PR and marketing success for technology businesses.
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